Brick-and-mortar retail continues to remain attractive for customers despite the triumph of e-commerce. After all, a face-to-face visit is a very personal experience. For this reason, interaction and communication between salesperson and customer are also up to twenty times more effective than automated personalisation on digital channels. To take advantage of this, it’s crucial that sales consultants understand, and also recognise, their clientele’s individual wants and needs at the POS.